Maxwell House, an enduring symbol of American coffee culture, has unveiled a temporary name change to “Maxwell Apartment.” The decision marks the first alteration to the brand’s identity in its 133-year history.

The rebrand, announced by Kraft Heinz—the company that owns Maxwell House—aims to align with evolving consumer priorities. A press release stated the move reflects “the needs of today’s consumer,” emphasizing value in everyday life.

Holly Ramsden, head of coffee for North America at Kraft Heinz, highlighted the trend of Americans prioritizing affordability. “Two-thirds of American adults drink coffee every day, which can add up quickly, especially these days,” she said.

The temporary name change coincides with data showing nearly one-third of U.S. households rent their homes rather than own them. Realtor.com reported the median asking rent in the 50 largest metro areas exceeds $1,700. Kraft Heinz positioned the rebrand as a “12-month lease” on coffee, promising a year’s supply at a competitive price.

Despite the name shift, the coffee blend will remain unchanged, according to reports. The company stressed that taste, aroma, quality, and ingredients will stay consistent, framing the move as a reflection of modern consumer realities.

“Maxwell House believes no one should have to go without great tasting coffee,” the statement read. “Maxwell Apartment delivers the same delicious taste people know and love, at a value that celebrates all our fans are doing to make smart choices in their lives.”